Task: Create a marketing plan by applying the theories in line with the overarching framework that you learn in MMK101 to allow Shebah to expand and service the Melbourne Metropolitan market.
This assessment is designed to allow students to analyse real-world problems facing Shebah and propose solutions to fulfill the given objectives. This is consistent with the Unit Learning Outcomes (ULOs) and Graduate Learning Outcomes (GLOs) as follow:
Unit Learning Outcome (ULO)
ULO 1: Identify and explain theoretical concepts and the marketing mix elements employed in marketing strategy development
GLO 1: Discipline-specific knowledge and capabilities
GLO 4: Critical thinking
ULO 2: Explain the use of market information in developing segmentation and positioning strategies
GLO 1: Discipline-specific knowledge and capabilities
GLO 3: Digital literacy GLO 4: Critical thinking
ULO 3: Apply the marketing concept and marketing strategy in various contexts including profit and not-for-profit organisations, including government
GLO 1: Discipline-specific knowledge and capabilities
GLO 3: Digital literacy GLO 4: Critical thinking GLO 8: Global citizenship
Assessment 1: Digital Literacy Module (DLM)Where is the Digital Literacy Module located?
1. Complete the "Pre-Module Self-Assessment" section located in the introduction page in the MMK101 unit site. This unlocks the quiz to the "Find" section.
2. Complete the "Find" section, then complete the quiz (link to quiz is located in the "Find" section). You must achieve at least 80% to unlock the "Use" section of the module.
3. Students complete the "Use" section, then complete the quiz. Students must achieve at least 80% to unlock the "Share" section of the module.
4. Students complete the "Share" section, then complete the final quiz. Students must achieve at least 80%.
5. Students complete the "Post-Module Self-Assessment".
Assessment 2: Segmentation, Targeting, Differentiation and Positioning Strategy
Shebah would like to expand and service the Melbourne metropolitan market. Your task is to segment the market, identify which segment Shebah should target, and recommend how Shebah should differentiate and position themselves to best serve the recommended target market.
750 Words
Assessment 3: Marketing Strategy Recommendations
1500 WordsBased on who you have recommended Shebah should target and how you recommended Shebah should position themselves, you must now recommend a detailed extended marketing mix strategy that will help Shebah to successfully reach their goals.
The consumer profile and the positioning statement presented in Assessment 2 should be used as the basis of the marketing strategy recommended here in Assessment 3. The feedback you received for Assessment 2 should be used to strengthen your strategic recommendations in Assessment 3.
You have been hired by Shebah as an independent marketing consultant to complete a marketing plan in relation to a segmentation, targeting, differentiation and positioning strategy (Assessment 2) and strategic recommendations to expand and service the marketplace in Melbourne (Assessment 3).
Brief:
Shebah is a female only ride sharing service. Shebah provides women both with a safe transport option and a flexible job option. Shebah was established in response to women not feeling safe on public transport, in taxis and in other ride sharing services and, because they sometimes feel threatened when employed as drivers for other ride sharing services.
Please refer to the video case study, for more information. The case study can be found on the MMK101 CloudDeakin site under Assessment Resources. This video case study must be used as the basis for your segmentation, targeting, differentiation and positioning strategy (Assessment 2) and your strategic recommendations (Assessment 3).
The three (3) objectives of the marketing plan for Shebah are to:
1. Identify a suitable target market for Shebah within the Melbourne metropolitan market.
2. Identify how Shebah should position themselves within the Melbourne metropolitan market.
3. Develop marketing strategies using three (3) of the extended marketing mix elements (7Ps) that will enable Shebah to successfully expand into the Melbourne metropolitan area and service the recommended target market.
Wishing you an enjoyable time researching and developing your reports and we look forward to reading your wonderful plans.